ECTS credits ECTS credits: 3
ECTS Hours Rules/Memories Student's work ECTS: 51 Hours of tutorials: 3 Expository Class: 9 Interactive Classroom: 12 Total: 75
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Center Faculty of Geography and History
Call: First Semester
Teaching: Sin Docencia (En Extinción)
Enrolment: No Matriculable (Sólo Planes en Extinción)
1) Offer specialized and advanced training in cultural heritage, covering the areas of management and marketing.
2) Provide knowledge and skills that guarantee the development of the necessary skills to solve problems in the labor market from specialized and multidisciplinary training.
3) Ensure that students acquire training that allows them to develop quality research.
4) Get the students to learn to apply the philosophy of marketing and management to any organization that performs its activity in the cultural sector.
Session 0: Heritage and Manegement.
0.1. Introduction.
0.2. Concepts.
0.3. Acts.
0.4. Values.
Session 1: Cultural management. General concepts
1.1. Concepts
1.2. The principles of cultural heritage and its logical chain
1.3. The integral management of the museum
1.4. The cultural product
1. 5. The consumer and his relationship with the organization
Session 2: Management of marketing and communication of cultural products
2. 1. Introduction to cultural marketing
2.2. The communication of cultural products
2. 3. New information and communication technologies
2. 4. Strategic management
Session 3: The cultural public and the offer
3. 1. Between the public and the private
3. 2. The design of the audience development plan
3. 3. The behavior of the cultural consumer
3. 4. Segmentation and positioning
3. 5. Pricing and promotions policy
Session 4: The management of historic spaces: promotion and marketing
4. 1. Promotion and marketing models
4. 1. 1. Traditional model
4. 1. 2. Marketing for culture
4. 1. 3. Sponsorship
4. 2. Information, planning and control in the process of promotion and capture of the public
4. 2. 1. Promotional tools and instruments
4. 2. 2. The communication plan
4. 2. 3. Strategies and actions
Basic:
ALONSO RIVAS, J. (2004). El comportamiento del consumidor. Madrid: ESIC.
BALLART HERNÁNDEZ, J. (2008). Gestión del patrimonio cultural. Barcelona: Ariel.
QUEROL, M.A.. Manual de gestión del patrimonio cultural. Akal, 2020 (2 ed.)
General:
BERMÚDEZ, A. (2004). Intervención en el patrimonio cultural: creación y gestión de proyectos. Madrid: Síntesis.
BONET, L., CASTEÑER, X., FONT, J. (2009). Gestión de proyectos culturales: análisis de casos. Barcelona: Ariel.
BUSTAMANTE, E. (2002). Comunicación y Cultura en la Era digital. Industrias, mercados y diversidad en España. Barcelona: Gedisa.
CAMERERO, C., GARRIDO, M. J. (2004). Marketing del Patrimonio Cultural. Madrid: Esic.
CUADRADO, M., BERENGER, G. (2002). El consumo de servicios culturales. Madrid: Esic.
CUADRADO, M., COLBERT, C. (2010). Marketing de las artes y de la cultura. Barcelona: Ariel.
IRIGOYEN CASTILLO, J.F. (2013). La trivialización de la gestión del patrimonio urbano. Gestión del patrimonio arquitectónico, cultural y medioambiental: Enfoques y casos prácticos / coord. por Gabino Ponce Herrero, Lucrecia Rubio Medina, 2013.
ORDUÑA-MALEA, E., CABRERA MÉNDEZ, M., Giménez Chornet, V. (2004). Gestión cultural: innovación y tendencias. Valencia: Tirant Humanidades, 2004.
ROSELLÓ I CERZUELA, D. (2007). Diseño y evaluación de proyectos culturales. Barcelona: Ariel.
Basic skills
- Ability to apply the knowledge acquired in solving problems in new or unfamiliar environments, as well as in broader and / or multidisciplinary contexts related to their area of study.
- Acquisition of the skills and abilities necessary to express their conclusions to specialized and non-specialized audiences in a clear, reasoned and unambiguous manner.
- Development of the ability to design and manage projects, as well as to work in interdisciplinary teams.
- Increase in management skills, decision making and motivation.
Transversal competences
- Development of skills associated with teamwork: cooperation, leadership, creativity and problem solving.
- Adaptation to changes, demonstrating the ability to apply new technologies with an entrepreneurial spirit.
- Increase in information management skills and problem solving.
Specific competences
- Acquisition of sufficient knowledge to join the professional field in the disciplines taught in the Master.
- Understanding of the knowledge related to cultural management
- Ability to make management and marketing decisions in areas of cultural activities.
- Ability to design or implement a cultural management plan.
The course will take place in the first semester.
As the degree is in the process of extinction, there will be no face-to-face, expository or interactive teaching.
Resources of the teaching-learning process:
Power-point presentations.
Material prepared by the teaching staff that will be provided to students through the Virtual Campus.
Bibliographic references of a technical-professional nature.
Institutional, business and professional websites.
Periodicals, reports and statistics that will be provided on the Virtual Campus.
The assessment of learning must include both the process and the result obtained. The
The student's performance in the subject depends on, among other things, the combination of two
Factors: the effort made and the student's own ability. The exam will be used to evaluate the result obtained.
The evaluation will be carried out through a final test, which will be theoretical and practical, will have a weight of 100% of the final assessment. In this test, a score of more than 2 out of 10 must be achieved. This test will consist of an examination
Type of test to be developed through the virtual classroom in the computer rooms of the Faculty with the following
Features: 60 questions, sequential navigation, 1 attempt, 90 minutes long.
In the event that any student is unable to meet the requirements of the
requirements established for continuous evaluation, after justification of the reasons for doing so.
prevented, the specific procedure will be established through which to be able to cover that part of the
Final grading through the materials, assignments and readings refereed by the teacher.
Such materials must be delivered in good time to
their corresponding evaluation in the virtual classroom, five days before the date set for the exam.
This same procedure will be applied to those students who could not comply with the call
with the requirements established for continuous evaluation, always prior
justification of the reasons that prevent it. In this case, these materials will be delivered to the
day and time on which the examination of the said call for the subject was set.
Dispenses:
Students who are granted exemption from class attendance (following Instruction No. 1/2017 of the General Secretariat on the exemption from class attendance in certain circumstances), will be evaluated with a specific final test that will account for 100% of the grade.
Fraudulent performance of exercises or tests:
In cases of fraudulent performance of exercises or tests, the provisions of the Evaluation Regulations of the
Students' academic performance and grade review.
Study time and personal work
- Training activity through hours of classes in the classroom
- Lecture classes: 0 h.
- Interactive lessons: 0 h.
- Group tutorials: 0 h.
- Individual tutorials: 0 h.
- Review & Review: 3
- Autonomous student activities: 75
Recommendations for the study of the subject
Students will have all the necessary material to follow the subject in the virtual classroom, as well as complementary documentation for the exhibition sessions. the expository sessions.
Students will have all the necessary material in the virtual classroom to follow the subject, as well as complementary documentation for the exhibition sessions.
The teaching material will be made available to students through the USC Virtual Campus.
This subject will only be valid during the 2024-2025 academic year before the expiry of the degree.
Juan Manuel Monterroso Montero
- Department
- History of Art
- Area
- History of Art
- Phone
- 881812716
- juanmanuel.monterroso [at] usc.es
- Category
- Professor: University Professor
| 01.21.2025 18:30-20:30 | Grupo de examen | Classroom 15 |
| 06.25.2025 16:00-18:00 | Grupo de examen | Classroom 15 |